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Unibet will sponsor the two major tiers in Sweden for 12 years

29 Jun 2018

Kindred groupKindred Group has proved once more that they are on a continuous uprising, and this was established once more thanks to the long-term deal their subsidiary, Unibet, managed to get a few days before. The latter is going to be the great sponsor of the Allsvenskan and Superettan, the first two Swedish football tiers, for the next 12 years, beginning in 2020.

Long-Term Commitment with Contributions to Community

The popular betting brand came to an agreement with the governing body Svensk Elitfotboll, and the two sides will have a 12-year-long collaboration. The Scandi giant will spend a huge amount of 100 million euros (1.8 billion SEK), and the sponsorship will begin in early January 2020, when Unibet is going to replace the current league sponsor, Svenska Spel.

The Kindred Group officials published a statement where they announced the beginning of the two sides’ cooperation, mentioning that the deal is going to run for 6 years with an option to extend for a further six years. The aim is to strengthen and improve Swedish football’s profile. It should be noted that Kindred Group will also fund the association’s talent and integrity development with a huge amount of 25 million SEK; they will also share 20 million SEK with the clubs, while they are going to spend 5 million SEK, which are going to be dedicated to a European tournaments special initiative.

Kindred's Group General Manager, Mr Dersim Sylwan, commented on the deal: "The new gaming licence will finally make it possible for Swedish sports to gain market value for their partnerships, which is positive for the clubs, the associations and of course for the athletes. Our new agreement with Svensk Elitfotboll will, for instance, give the association substantially more income compared to previous partnership deals.".

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Unibet needs no introduction, even for newbies, after 20+ years of experience in the betting industry. The brand provides exceptional services in strategically regulated markets, like Australia and Italy, licensed by MGA and UKGC, among other local permits. The massive range of 40+ sports, 250,000 yearly events, and 10,000 monthly ones secures several alternative options for their million bettors. The odds for high-profile leagues, like the English Premier League and the NBA, create an attractive Sportsbook alongside handy features like Live Streaming, Bet Builder, Request A Bet, and Cash Out. The Live Chat is available 24/7, and the website offers 15 languages. However, I have noticed that the in-play prices and the odds for secondary and lower-tier leagues have a downfall, while the absences of Partial/Auto Cash Out and Quick Bet services are notable. The winning limits are high, and the payment methods offer alternatives, but two significant drawbacks are the need for cryptocurrencies and a quicker response to E-mail requests. I also firmly believe that the app is one of the most modern in the industry. Overall, Unibet is a safe bookmaker, ideal for recreational bettors, with several valuable services for them.

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